Consumer Neuroscience

& Neuromarketing

12-16 November 2018
Course Fee: SGD6,500 (including GST)
(For MRSS members interested to enrol in this course, there is a 10% off the course fee)

The Institute on Asian Consumer Insight and the Nanyang Business School at NTU is pleased to offer a course on Neuromarketing.

The rapid expansion of the Asian consumer market has prompted global multinationals to concentrate their efforts on building brands that have both global and local appeal. In a region characterised by considerable cross-cultural differences, the need for accurate Asian market research (MR) has become a priority. But with new products failing at a staggering 80% each year, companies are now turning to psychology and neuroscience to help them predict more accurately how consumers will behave.

Over the last few decades, neuroscientists have made remarkable progress in understanding how our brains shape and determine our behavior. The introduction of brain scanners in the latter part of the last century allowed scientists to peer inside the human brain during normal behavior and uncover the mechanisms by which we feel, think and act. We now know that some 90% of our behaviour is driven by subconscious brain processes and that our emotions, not our conscious thoughts, that are largely responsible for the decisions we make.

In this course, participants will learn how the new tools in the field of neuromarketing are being applied across a wide range of industry sectors and at all stages of the brand journey, to capture consumers’ implicit or subconscious feelings, biases and beliefs about products, brands and marketing messages. They will learn how memories are formed and influenced, how perception can be influenced by subtle environmental cues and how to measure and extract these powerful subconscious responses that can predict subsequent purchasing behavior with greater accuracy than spoken feedback.

Participants will also learn about the pros and cons of the different neuromarketing tools, the questions that each method is typically best placed to address as well as how to commission research from practitioners in this field.

About the InstructorGemma A. Calvert is currently a Visiting Professor at the Nanyang Business School at NTU and Managing Director of Neurosense Group and CEO, Neurosense Asia Pacific. She is also a Fellow of the Royal Society for Arts and Business and a Member of the Global Agenda Council for Neuroscience and Behaviour at the World Economic Forum.

Professor Calvert is an internationally acclaimed neuroscientist and foremost pioneer of Neuromarketing. She has a BSc in Psychology from the London School of Economics, and DPhil in Functional Brain Imaging from the University of Oxford. She was the Director of the Multisensory Imaging Lab at the University of Oxford from 2001-2007 where she held senior fellowship positions funded by the Medical Research Council of Great Britain and the Wellcome Trust, UK. In 2007 she was appointed to a Chair of Applied Neuroscience at the University of Warwick and her research on the neuroscience and psychology of consumer behaviour has been featured widely by the international media including The Economist, Time Magazine, Newsweek, CBS 60 Minutes and the BBC. Professor Calvert has also published over 50 academic papers on human brain function, including in the prestigious journals Science and Nature.

About the Course Structure

As this is an elective course in the MSc (Marketing & Consumer Insight) programme, participants will be joining the MSc students and are thus expected to contribute/participate fully in the course, i.e., to attend all sessions diligently and complete all the required assignments/projects as required. This is an intensive full-time 5-day course conducted on NTU campus in Singapore. A typical day starts from 830am to 6pm incorporating seminar sessions, group discussions, experiential workshops and presentations.

At the end of the course, participants will receive a Certificate of Participation awarded by the Institute on Asian Consumer Insight and the Nanyang Business School, Nanyang Technological University.

Please note that participation in/completion of this course does not guarantee admission to the MSc (Marketing & Consumer Insight) programme or any other graduate programmes at NTU. Participants who wish to embark on a graduate programme will need to satisfy the respective programme’s admission requirements and undergo the admissions review process.

Preferred Participant Profile

This course is suited for middle- to senior-level executives in any industry who wish to truly understand their customers and adapt to fast-changing markets.

Participants should possess a bachelors’ degree with a minimum of 8 years of full-time work experience.

On-Campus Accommodation

For our foreign participants, on-campus accommodation is available at the Nanyang Executive Centre, www.ntu.edu.sg/nec. Please note that the course fee do not include accommodation and travel expenses.

Intensive and academically challenging, the programme focuses on developing the skills required to analyse, evaluate and appreciate the unique needs of Asian consumers. With an analytical, quantitative and qualitative understanding of Asian consumers, graduates of the programme will empower companies with the competitive edge in product innovation, design, branding and communications.